Taylor Swift’s Catalog Sees Huge Gains Following Masters Purchase Revelation

Taylor Swift’s many fans celebrated the pop superstar finally purchasing the masters of her Big Machine albums (the first six studio albums in her discography) by throwing a consumption party, flooding digital services to download more of her albums and stream more of her songs.

In the aftermath of her 11:30am ET announcement on Friday (May 30), early data reveals that the U.S. activity around her complete catalog — both the six albums released by Big Machine and her subsequent albums and re-recordings on Republic — jumped to averaging nearly 35,000 album consumption units for that day and Saturday, May 31, a 55.1% increase, from the average daily activity in the prior 12-day period, when her catalog average 20,000 units, according to preliminary data from Luminate. In fact, Saturday’s numbers were even bigger than Friday’s performance for the overall Swift catalog as the celebration apparently picked up steam among the Swifties.

Within her album consumption units, the biggest gainer was album downloads, which, according to early reports, jumped from averaging slightly over 100 units a day to over 5,000 copies. That two-day average is a whopping 3,520.6% improvement over the preceding 12-day average unit count. Meanwhile, physical albums improved to averaging just over 4,000 copies for the two days, which is 153.2% greater than the less than 2,000 copies her catalog averaged in the prior period. Overall, surging album sales — digital and physical — accounted for nearly 54% of Swift’s catalog’s album consumption unit increase.

Over at the streaming services, Swift’s catalog on Friday and Saturday (May 30-31) averaged 32.91 million streams, a 35.6% increase over the 24.26 million streams her music accumulated as an average over the 12 days preceding the May 30 announcement.

Likewise, radio rewarded Swift fans by adding a few spins, or a 2.2% increase, to the 3,000-or-so daily plays her song catalog received in each of the 12 days before May 30.

Billboard will continue to track how Swift’s catalog performs in the coming days, as well as look at what albums are benefiting the most as more account reports are filed to Luminate.